A Telecom executive says: "The ARPU on those customers is much higher than our embedded customer base." Translation: We make more money from people using cell phones to watch video. Don't thank me, it's my job.

While they all talk that way, the above mentioned executive is Verizon Chairman and CEO Ivan Seidenberg. He said he was pleased with the initial response to V Cast Mobile TV, the broadcast mobile TV service based on Qualcomm's MediaFLO network that Verizon began marketing in March. He said most customers signing up for the $15-a-month, 8-channel V Cast Mobile TV service are adding a robust data package, which makes them very attractive customers.

V Cast Mobile TV should be available in 40 markets by the end of July and some 120 cities by year-end. Programming choices, which include a mix of simulcast, time-shifted and original content from programmers such as NBC, CBS and ESPN.

Mr Seidenberg also said that "there were doubters as to whether people will watch a small screen. I'll tell you that people will absolutely watch the small screen."